Duplicates
12% of accounts were duplicates, causing double outreach and reporting errors.
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Case StudyImproving CRM Data Quality
How we eliminated duplicates, built sustainable enrichment pipelines, and restored trust in pipeline data for a B2B SaaS team.
The Problem
A scaling B2B SaaS company's CRM had become unreliable. Duplicate accounts multiplied. Contact data decayed. Enrichment was manual and inconsistent. Sales reps stopped trusting reports and created workarounds.
Missing Data
40% of records missing critical fields for routing and scoring.
No Enrichment
Ad-hoc manual enrichment with no ongoing data maintenance.
What We Built
- Duplicate detection and merge: Automated identification of duplicate records with safe merge rules.
- Enrichment pipeline: Continuous enrichment from multiple sources with freshness monitoring.
- Field validation: Required field enforcement at entry points to prevent future gaps.
- Quality monitoring: Dashboard tracking data completeness, freshness, and duplicate rates.
Results
Duplicate Rate
Reduced from 12% to under 2% with ongoing monitoring.
Field Completion
Critical field completion improved from 60% to 95%.
Trust Restored
Sales team confidence in pipeline data recovered.
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